aceTalking Technology, Not Customers: Vocabulary Decoupling in Corporate Artificial Intelligence Disclosure
Artificial intelligence (AI) is widely described as reshaping marketing administration through personalization, predictive analytics, and automated customer engagement. Whether firms describe AI as a customer-facing marketing capability or as a technology and a risk to be disclosed remains an open empirical question. This study uses mandated disclosure as an observational window on that question. Drawing on a balanced panel of 1100 firm-years from 100 U.S.-listed consumer-facing firms in 15 sectors (fiscal years…
Across 100 consumer-facing U.S. firms, AI language in annual reports spread widely but stayed largely disconnected from marketing vocabulary, appearing as technology and risk talk rather than customer value.
The findings concern disclosure, not deployed capability, so they cannot show whether firms actually use AI in marketing.
Evidence
- Peer-reviewedAdministrative Sciences2026-10-20
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Truvace Impact Record TRV-2026-2133, v1: “Talking Technology, Not Customers: Vocabulary Decoupling in Corporate Artificial Intelligence Disclosure.” Truvace, 2026-10-21. /record/TRV-2026-2133 (accessed at citation time). sha256 ac6c02ae58ba6cbe…
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